TIC´S in the marketing and distribution channels of the bodybuilding sector of the province of Tungurahua

Abstract

The bodybuilding sector in the province of Tungurahua is one of the main economic activities nationwide, they invoice thousands of dollars annually for the commercialization of their goods, therefore, the success of this industrial sector depends on the optimal management of its channels marketing and distribution. Objective: To know the type of Information and Communication Technologies used in the marketing and distribution channels. Methodology: 27 companies registered in the National Chamber of Body Manufacturers (CANFAC) and 10 companies registered in the Tungurahua Production Directorate were taken into consideration, to develop the research the descriptive method was used through a survey of managers of the companies, which was validated with Cronbach's Alpha internal consistency index for ordinal variables, Kuder Richardson KR-20 for dichotomous questions and approval of the instrument by 5 judges, in this case, the Aiken V reliability coefficient was applied, The bibliographic and field research modality was used. Results: the industrial sector uses electronic means for its marketing channels, 68.9% prefer social networks and web pages, 79.1% use the direct channel to distribute goods, there is also little knowledge about the operation of the Enterprise Resource Planning (ERP) system and Customer Relationship Management (CRM) system. Conclusion: information and communication technologies have many alternatives, the same that are applied depending on the size that each one has, therefore, suggest alternatives that allow efficient management of the marketing and distribution channel between internal and external clients of the company.